Challenge:

"The objective behind the Bridgestone Firestone Purchase Resale Program was to provide Auto Dealerships, Muffler and Brake Shops, and Service Stations
the ability to sell Bridgestone Firestone tires to end users."

BRIDGESTONE FIRESTONE Race To Win

Challenge

Bridgestone Firestone was looking for a fun and exciting way to drive increased tire sales through its Purchase Resale retail locations whose primary business was NOT tire sales. To succeed, the program had to capture the Purchase Resale sales associate’s share-of-mind and provide sufficient incentives to drive sales.

Solution

Race To Win was created as the overall theme and name for the program which revolved around rewarding Purchase Resale sales associates with merchandise for every 10 tires sold – plus the accrual of entries into a sweepstakes for a VIP Race Trip getaway during each of the program’s four selling periods. The program was announced to Purchase Resale customers via a mailing that included an introductory letter, Promotional brochure highlighting program benefits and Claim forms for submitting prize requests.

In order to ensure frequent and repeat participation – and therefore
increased tire sales – Area Managers were also factored into the
equation by offering them the opportunity to win a large vacation package at the conclusion of the promotion. This motivated Managers to drive their associates to sell more Bridgestone Firestone tires – resulting, again, in increased tire sales.

All participants were provided with information on how to track their standings on the Bridgestone Firestone Purchase Resale website
which also helped to increase awareness of other Purchase Resale
opportunities being promoted within the website.

After a small initial rollout, the campaign was expanded to include more Purchase Resale customers. Partnering with major and appealing
corporate gift card programs – including Best Buy, The Home Depot, Blockbuster, and Brinker International – resulted in a 60% increase
in the customer participation levels.

Company Address

Client TESTIMONIALS

"The Bridgestone Firestone purchase resale program was initiated in 2000. The main objective of the program was to provide automotive dealerships, muffler and brake shops and general service stations with the support tools they needed to sell Bridgestone Firestone tires to end users."
- Bridgestone Americas

"We rely on MAI, an established provider of call center and fulfillment services, to deliver efficient service and unparalleled customer satisfaction. MAI has proven to be an excellent outsourced solution and a true business partner. The company’s background in marketing communications and brand support ensures we are being represented at the highest level possible."
- Tim Holody, Seta Corporation

"MAI recently completed its fifth season as Figi’s outsourced call center partner. We have gained incremental efficiencies year-over-year with regard to the program ramp up – not only from a human resources perspective, but from a technology and telephony standpoint as well."
Darcy Tudor, VP & Program Manager, MAI - Figi’s Gifts in Good Taste

"MAI developed, produced and monitored a direct mail initiative on behalf of ColeTaylorBank which has served the needs of Chicago area business for more than seven decades. The program achieved a 1% response rate and resulted in a sizable new account win, as well as valuable exposure to a group of highly targeted prospects."
- Cole Taylor Bank

"MAI had the I-PASS customer service/transponder fulfillment program up and running in half the time originally projected for start up. Within 90 days, call volumes increased 250% in response to a planned increase in tolls for customers without I-PASS transponders. Because MAI built the program for scalability, the increased demands were quickly taken in stride."
- Illinois Tollway Authority

"The information collected was invaluable in developing an advertising campaign that exposed the realities of the issues surrounding the‘health services’ provided by Planned Parenthood. I had the opportunityto monitor the survey calls on several occasions and was impressed with the Marketing Alternatives staff members assigned to our project. The interviewers were polite, respectful and very professional."
- Steven Brody, Executive Director, Dubuque County Right to Life

"MAI has always provided good reporting and it just keeps getting better. My team loves it. The best part is, they realize the relevance and value of the information that is now available and it’s being used to strengthen and improve our business."
- Nancy Barbee,
Assistant Marketing Manager,
Domino Foods, Inc.

"Firestone Complete Auto Care customers enjoy the convenience of scheduling service appointments online thanks to MAI’s creative thinking and outstanding IT capabilities. Not only do customers enjoy a higher level of service, we are now able to identify – and resolve – store issues that have resulted in lost opportunities in the past."
- Jim Stahulak,
Manager, Database/Internet Marketing, Firestone

"Shipping product to customers quickly and accurately is a vital part of our business. MAI takes great care of all of our shipping needs, so I can focus on everything else that needs to be done. When we have a shipment with special requirements, we always know MAI will handle it without a problem."
- Christy Kaskey, Owner,
Kaskey Kids, Inc.

"MAI conceived, designed and produced the Mohawk Tile Bottega within-a-store program. From creative through warehousing, fulfillment and installation, MAI acted as a single-source partner to make this concept materialize into reality."
- Mark Lorberbaum, Mohawk Industries

"MAI’s flexibility was a contributing factor to Mustela’s success in growing its business in the U.S. and Canada. Their active and forward thinking saved time and money while fostering great relationships with our retail customers."
- Amie Youngs, Senior Logistics Manager, Mustela US

"Excellence is the standard at Standard Coffee and we expected no less from our partnership with MAI. We’ve heard only positive feedback about them from the Standard Direct customer base – they truly handle our business as if it was their own."
- Stanley W. Eilers, Standard Coffee

"The lead qualification program MAI put together for Wilsonart Flooring helped our sales team enormously with time management. By prioritizing the leads, salespeople could focus on the strongest opportunities which, in turn, helped close more sales."
- Tammy Weadock, Wilsonart Flooring

Subscribe for MAI Updates

If you would like to receive periodic news from MAI, please click here to subscribe to be added to our email distribution list.